With Covid-19, social distancing and working remotely is the new business normal for the foreseeable future. How have your prospecting and lead generation strategies and tactics adapted to this reality? Pay per Click (PPC) Lead Generation Campaigns thru Google Ads, MS Ad Center, etc. are among the most proven digital tactics to target/engage prospects and turn them into leads and customers. Successful PPC lead generation begins with a clearly developed strategy. But where to start? We’ve outlined the 7 key prerequisites before launching a PPC campaign to help:
1. Align your business objectives with your PPC campaign goals
Lead generation is a key goal for many companies and tactics vary depending on whether the company’s customers are B2B or B2C. In some cases, a business may have both B2C and B2B markets. Other secondary goals could be building brand awareness, supporting dealers and/or re sellers, or email list building. Deciding on either a single goal or multiple goals will help you decide on campaign structure, target CPA’s, website landing page forms and conversion tracking needs.
2. Research your Competition (online and offline) and the search landscape
Study your competitors’ PPC campaigns, website, offline marketing and all of their digital advertising. Consider using Google Ads’ tools as well as 3rd party tools (like Spyfu, Alexa or SEM Rush) to get reliable objective data. This research will help you differentiate your brand, your ad copies and your website and landing pages. Examining the search landscape will also give you insight into whether any of your partners, dealers or resellers are using PPC ads and if some lead-generation companies are dominating certain search keywords.
3. Fit paid search into your overall marketing and media strategy
Most businesses employ multiple paid media, earned media, and content marketing tactics to reach their target market and drive leads. You can enhance your media ROI by having it work in conjunction with PPC. For example, use PPC to promote your trade show participation or distribute your content through Youtube and Google Display Network (GDN) campaigns. In addition, PPC allows you to quickly and affordably test messaging, offers and landing pages in existing and new markets before fully deploying to your other channels.
4. Pick the Right Metrics to Measure PPC Impact
A lead generation PPC campaign can have various success measures: For example, phone calls, completed lead forms, newsletter sign-ups, webinar invites, dealer searches, etc. Setup appropriate tracking for your leads though Google Ads, Google Analytics, etc. Remember to use these tools to better manage your campaigns and results. Glean insights to help finalize the content on web pages, or create stand-alone landing pages to maximize leads from PPC traffic.
5. Involve your sales team in the paid search marketing process
Get input from your sales team before starting a paid search campaign and get regular feedback from them to fine-tune the campaigns. Your sales team can help you determine your perspective behaviors and profiles. They can give you feedback about lead quality, effective CTA’s and messaging that can help you optimize your landing pages and content strategy and more.
6. Update your web pages and or create new landing pages for PPC success
A great PPC campaign sends relevant clicks to your web pages or stand-alone landing pages. These pages need to work really hard to convert the prospective visitor to a lead. Use landing page best practices to create pages that win over prospects and fill your lead form or give you a call. Often a well performing PPC campaign structure can help determine the best website navigation and landing page messaging, design and CTA’s.
7. Create a lead to sales process
Create a structure for quick response to generated leads or a lead nurture strategy. There is a general urgency associated with a PPC lead and all too often leads don’t get followed up properly or in a timely manner, worst case driving your prospects to your competitors, and increasing costs per lead. Track and identify paid search leads separately from your other media-driven leads, and support your sales team by sharing with them how these leads are being generated.
The great thing about PPC is its flexibility and scalability. Start small, observe and measure results, change what is not working so well and do more of what is performing well. Over time you can develop a great, evergreen PPC lead generation engine for your business. In more of hurry, or don’t have the time or personnel? Engage a PPC Manager to help you get your PPC campaigns off the ground and accelerate the entire process!